Office of Advancement

USCA: One University Ask

The Advancement Office is the centralized office for all annual, capital, and planned giving solicitations. One University Ask is an effort that coordinates all philanthropic activities and solicitations from the university. These include annual, capital, or major giving, planned giving, and sponsorships. All asks need to align with the university’s mission.  

All departments must work through the Office of Advancement to plan, coordinate, solicit, and steward their prospects and donors. For questions and applications, please contact Stacy Sechrist at (803) 641-3408 or [email protected].

Annual Solicitations

As part of annual solicitations, USCA organizations, programs, and schools may work with the Advancement Office to create a Direct Marketing Effort (DME) to raise funds to support a cause. These efforts use segmentation to create fundraising appeals that target specific groups of donors through email. They can also include the use of a customized giving page with its own web address to promote and collect donations in support of a cause. Although space is limited, giving pages can incorporate text, photos, video, and graphics.

To request a Direct Marketing Effort to support an annual solicitation, please review the Guidelines below and complete the Fundraising Activity Request Form. Questions concerning annual solicitations should be directed to Major Gift Officer Wesley Brown at [email protected] or 803-641-3417.

Fundraising Activity Request Form

GUIDELINES

Annual Fundraising Initiative - Direct Marketing Effort (DME)

MISSION STATEMENT

USCA encourages excellence in research and creative pursuits and prepares students for success by challenging them to think critically and creatively, communicate effectively, learn independently, and acquire breadth and depth of interdisciplinary knowledge.

As a partner, the university’s Office of Advancement is eager to collaborate with faculty, staff, and alumni groups to enhance the student experience. The goal is to provide expertise in development research, cultivation, and strategic vision to enhance annual revenue streams for funding priorities that support our students, faculty, and staff and align with USCA’s mission.

RESOURCES AVAILABLE

Direct Marketing Efforts (DME): The University of South Carolina System’s Development Office, in collaboration with Aiken advancement staff, can create DME appeals through its donor database — Blackbaud CRM. The efforts use segmentation to create fundraising appeals that target specific groups of donors through email to raise funds to support a cause.

The system’s Development Office may also create a Single Fund Page (SFP) as part of a DME. The SFP is a giving page with its own web address that promotes and collects donations in support of a cause. Although space is limited, the SFP can use text, photos, video, and graphics to promote a cause.

A DME is the best way for USCA to raise funds in support of its mission because it allows the university to seamlessly track donor data and engagement through one database, Blackbaud CRM.

PURPOSE AND INTENT

These annual DME guidelines' primary purpose is to support a coordinated, campus-wide fundraising plan to advance USCA's mission.

The intent is to:

1. Ensure that all fundraising projects or events conform to USCA's defined fundraising objectives, practices, and programs and meet current needs.

2. Strengthen communication, coordination, and fundraising results for all groups associated with USCA.

3. Coordinate efforts to engage alumni, donors, businesses, and community members to invest financially in the university and be properly acknowledged for their investment.

4. Avoid inundating the USCA community with too many requests and eliminate potential negative impacts on other initiatives or creating competition among university groups for funding.

5. Build new and strengthen existing relationships at the university.

6. Assure that all fundraising events and materials meet IRS guidelines and present a quality image of the university.

All direct marketing efforts are limited to university organizations or university-sponsored events only and will be coordinated with the USCA Office of Advancement before initiating solicitation to individuals or businesses.

These guidelines apply to all university organizations, including alumni groups, areas of research and study, and programs that enhance the student experience, including arts and athletics.

REQUEST & APPROVAL PROCESS

1. A representative from the group, areas of research and study, or program will first submit a Fundraising Activity Request Form (see attached) and then meet with the USCA Office of Advancement to discuss the request and timeline for implementation at least a month before the desired launch date of the Direct Marketing Effort.
2. Please expect two to four weeks to receive and create DME requests. The form and initial meeting are required to fully understand this specialized DME design's segmentation effort. The Advancement Office will expedite each request as soon as possible.
3. The main items the representative is responsible for providing in the Fundraising Activity Request Form include:
   a.  A simple statement of purpose for the fundraising initiatives(s).
   b.  A financial and/or participation goal (if one has been established).
   c.  A proposed timeline when the DME will be conducted.
   d.  Target audience(s) to be solicited.
   e.  Collateral materials needed (photos, video, graphics, etc.)
   f.   Package specifics.
        i.  Are multiple emails proposed?
        ii. Will a data merge be needed?
       iii. What is the email subject, and from and reply email?
       iv. Who will provide copy (text) for the effort?
       v. Is a Single Fund Page needed? Should the page include a progress bar?
4. The USCA Office of Advancement may request that certain names be removed from the solicitation list if there are reasons they should not be contacted.
5. The group representative will work with the USCA Office of Advancement to ensure appropriate donor acknowledgment and recognition.
6. The group representative may request proofs be provided before emails are sent.
7. The USCA Office of Advancement will stay in contact with system development staff working on this project to ensure delivery.
8. All gifts made by check should be payable to The Aiken Partnership and mailed to USCA, 471 University Parkway, Attention: Alumni House, 471 University Parkway, Aiken, SC 29801.

Fundraising Activity Request Form